If your goal is generating leads for B2B sales, you must spruce up every element of your social media profile ie. profile picture, bio section, skills, endorsements and posts to spotlight the services you offer. At the same time, your profile must provide a place to persuade your prospects to take action such as to contact you, sign up for newsletters, shop and more.
Below are some best practices to apply when optimising your profile for social selling:
Craft a compelling headline
What convinces you to open an email? The subject line. The same goes for your LinkedIn profile. The headline is what your prospects see before even opening your profile and this is what compels them to click or not.
Instead of just writing your title, use this space to answer two questions. Who do you help and how do you do it?
This is a mini proposition in the form of ‘Helping [x] achieve [y]’
[x]: who – target audience, potential prospects
[y]: how you helped – state the results
You can also look at your company mission statement to get inspired.
For example: we help companies automate 80% of B2B sales and lead generation processes with our GDPR adherent software.
Upload high-quality photos for your brand
High-quality brand photos including the profile picture and background image is the best way to play up your brand. It is the first impression of your brand so make sure that your photos reflect your company values all through. It is now also possible to upload an introduction video to your user profile. This is an impressive way to tell your story to your prospects as soon as they visit your profile.
Include low commit CTAs to nurture profile visitors
A clear, easy to follow call-to-action (CTA) on your profile is essential for visitors to take action on. It is especially important if it is their first time seeing you, a CTA to “buy now” will not convert if the lead has not been sufficiently nurtured. Some excellent early-stage CTAs that require low commitment from profile visitors are: “Sign up” (for a free trial/webinar), “Subscribe” (for updates), “Get Started” (for a discovery call), “Learn more” (for driving traffic to your website), “Join us” (to increase your network).
Keep your messaging consistent with your brand
Consistency fosters connection and makes your brand memorable. When communicating as the brand offline or via your website, social media profiles, or other online touchpoints, it is important to keep a consistent tone and personality. If your brand is fun and friendly, it should have a similar flavour on every channel. Your messaging on LinkedIn may be less casual or more professional, but it should not sound like it is coming from a different brand altogether.